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Item 6B Master Tourism Plan Final Draft Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]       Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Results City Activities and Operations Comprehensive Plan Elements Southlake 2035 Vision, Goals and Objectives Strategic Management System Citizen Satisfaction Survey Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 Goal 11: Tourism: Enhance the quality of life for residents and the sustainability of City businesses through the use and promotion of the tourism, convention and hotel industry as a tool for the local economy. Objective 11.1 - Promote a destination image for the City and continuously evolve it to adapt to changing economic conditions. Objective 11.2 - Support programs enriching experiences for residents and visitors. Objective 11.3 - Increase awareness and utilization of the hotel accommodations and meeting facilities in the City. Objective 11.4 - Promote and implement programs that increase the patronage of businesses in the City. Objective 11.5 - Support events held in the City that promote the City’s tourism goal and objectives. Objective 11.6 - Support partnerships with other businesses and organizations that are mutually beneficial promoting tourism and the local economy. Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]      Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]   Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]                . Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]       Hotels •Cambria Hotel & Suites 175 + Guest Rooms •Hilton Southlake 248 + Guest Rooms •3 other hotels approved, not yet constructed Retail •300+ Retailers •135 Restaurants Corporate •Sabre •Verizon •TD Ameritrade Medical •Cook Childrens Urgent Care and Pediatric Specialties •Southlake Methodist Hospital •Texas Health Harris Methodist Hospital Events •Art in the Square •Stars & Stripes •Oktoberfest •Home for the Holidays Community •33 Parks •6 Miles of Trails •62 Game and Practice Fields •11 Art Installations •1 Nature Center •Southlake Tennis Center •The Marq Southlake Southlake 2035 | Ordinance No.1170 Adopted on [date]                 Southlake 2035 | Ordinance No. 1170 Adopted on [date]           Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date]          Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] A trade area is the geographic area from which a community generates the majority of its customers. Primary and Secondary Trade Areas were formed using the drive time analysis, demographics, competing retail projects, transportation infrastructure, and physically limiting features (such as Grapevine Lake). It is important to note that the PTA is not just Southlake itself, but includes parts of Grapevine, Colleyville, Keller, Trophy Club and other municipalities. Southlake 2035 | Ordinance No. 1170 Adopted on [date] Strengths •State / Nat'l Economy, strong regional economy •DFW Proximity / DFW Connector •Community assets such as parks, trails, art, etc. and CISD •City events •Multiple hotel projects (HOT Funding) •Vibrant retail mix and corporate market •Medical destinations •Nat'l Reputation •Strong relationships with stakeholders Weaknesses •Under-promoted •Defined target audiences and niches •Marketing more than SLTS •Perception of accessibility •Perception of "high end" •Public transportaton options are limited Opportunities •Additional hotels •Growth of SH 114 Cooridor •The Marq •International Travel Market •Branding •Medical Tourism •Art Market Threats •Future overdependence on sales tax •Regional developments in primary and secondary trade areas •Adjacent city shopping center competition •National recessions and tax structure •Change in retail shopping patterns •Traffic Tourism Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake Area Demographics using Drive-Times 7 min. 7-15 min.’s 15-20 min.’s Total 2010 Population 27,804 238,938 430,346 697,038 2015 Population 30,477 261,873 473,202 765,552 2010 No. of Households 8,691 92,376 170,718 272,055 2015 No. of Households 9,811 100,959 186,557 297,327 2010 HH incomes of + $100,000 5,215 35,926 49,687 90,819 2015 HH incomes of + $100,000 6,475 45,531 66,042 118,048 2010 HH incomes of + $200,000 2,260 8,868 10,072 21,200 2015 HH incomes of + $200,000 2,757 10,802 12,686 25,245 City of Fort Worth, Tarrant County Seat Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]             Southlake 2035 | Ordinance No.1170 Adopted on [date] Cultural Celebrations •Festivals •Commemorations Arts & Entertrainment •Concerts •Award Ceremonies •Fashion Shows Private Events •Weddings •Parties •Social Business Events •Meetings •Conventions •Consumer / Tradeshows •Fairs / Markets Sporting Events •Amateur / Professional •Spectator / Participant Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date]         Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date]            Southlake 2035 | Ordinance No. 1170 Adopted on [date]               Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Online Examples Display / banner advertising Search advertising (eg., Google Adwords) Social network advertising (eg., Facebook ads) Electronic direct mail (eg., email advertising) Offline Examples Traditional advertising (eg., televsion, radio, print, outdoor) Direct Mail Sponsorships Paid Online Examples City website City blog City social media Offline Examples Retail in-store visual merchandising Brochures City press releases Owned Online Examples Mentioned in digital media outlets (eg., professional blogs) Social Networks (retweets, stats updates, etc) Offline Examples Traditional publicity mednitons in professional media outlets Ratings and reviews Word of mouth Earned Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date]      Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date]        Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date]            Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]        Southlake 2035 | Ordinance No.1170 Adopted on [date]        Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date]    Southlake 2035 | Ordinance No. 1170 Adopted on [date]              Southlake 2035 | Ordinance No.1170 Adopted on [date]  Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]   Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]   Southlake 2035 | Ordinance No.1170 Adopted on [date] Establish or enhance a convention center or visitor information center Cover the administrative expenses for registering convention delegates Pay for tourism-related advertising and promotions Fund arts programs or facilities that will directly promote tourism and hotel and convention activity Fund historic restoration or preservation projects that will enhance tourism and hotel and convention activity Funding certain expenses, including promotional expenses, directly related to a sporting event in certain counties Funding certain expenses for holding sporting events and making upgrades to sporting facilities for certain counties Transportation costs for taking tourists from hotels to various locations Pay for signage directing tourists to sights and attractions frequently visited by hotel guests Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]    Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date]      Southlake 2035 | Ordinance No.1170 Adopted on [date] Southlake 2035 | Ordinance No. 1170 Adopted on [date] Southlake 2035 | Ordinance No.1170 Adopted on [date]   Southlake 2035 | Ordinance No. 1170 Adopted on [date]